Persistence Award
for Milbrands
Yacht racing
in Myanmar
Presentation of the Persistence Award. From left, Erik Bakker (Heineken), Wayne Williams
(Milbrands), Ben Winters (Heineken), Robert F. Preston, Richard K. Ryalls, Philip Igoe
(all Milbrands), Hans Willems, Jacques de Vassy and Wim de Meris (all Heineken).
Heineken Duty Free
recently presented the very
first Persistence Award to
the American firm
Milbrands. The Award has
been set up to turn the
spotlight on customers who
have proved to be extreme
ly committed promoters of
the Heineken brands in a
highly competitive market.
Ben Winters, who is
responsible for Heineken's
Duty Free activities world
wide, presented the
Persistence Award to
Richard R. Ryalls, President
of Milbrands Inc., during
the annual review meeting
held in the Netherlands.
Milbrands is a military
broker for a large number
of products and specialises
in supplying the U.S. mili
tary world-wide. In recent
years the numbers of
American troops stationed
outside the U.S. have
decreased strongly because
of the end of the Cold War.
"Despite this, Milbrands
has achieved a volume
increase in Europe for both
Heineken and Amstel. They
have made optimal use of
the new, more finely mesh
ed distribution system we
have established. Both
within Europe and else
where Milbrands has not
only created more turnover
for our beers, but has also
increased the market
share", says Ben Winters.
In December last year
Heineken Far East (the
export office in Singapore)
sponsored the Yangon
Sailing Club Open Champ
ionship in Myanmar. This
championship coincided
with the sailing club's
seventieth anniversary.
Twenty-five entrants in
six yacht classes took part
in the event. The local
media devoted ample
coverage to both the open
ing ceremony and the
presentation of the prizes.
Though Heineken no
longer regards yachting as
a corporate sponsorship
sport, this does not mean
that this premium branch
of sport is being altogether
neglected.
In 1993-1994 Heineken
was sponsor of the Whit-
bread Round the World
Race, in 1994 the Hong
Rong Round the Island
Race was sponsored for the
second time, whilst
Heineken has for several
years been one of the main
sponsors of the St. Maarten
Regatta in the Caribbean.
Minister for the Prime
Minister's Office and President
of the Myanmar Olympic
Committee Brig. Gen. Lun
Maung presents one of the
prizes.
Ssuffi Club
Open Championship
Ceremony
,4nd
Cue's Bid Annversahy
THE WORLD OF HEINEKEN
